The Sainsbury's Christmas 2015 advert starring Mog the Cat might have been 18 months in the making, but the supermarket is already reaping the rewards.
Because in just over 12 hours since it was launched (the specific time of 7:10pm last night) Mog's Christmas Calamity has already been shared more times than John Lewis' Man on the Moon in the latter's first 24 hours.
The ad has already racked up more than 160,000 shares across Facebook and Twitter in its first 12 hours, and 204,987 in the 15-and-a-half hours since launch, according to figures from Unruly – just shy of the 174,717 that John Lewis’s Man on the Moon campaign managed in its first 24 hours.
John Lewis has actually already failed to keep pace with its 2014 campaign Monty the Penguin, which was shared 202,953 times in the first 24 hours.
Last year the Sainsbury's First World War advert notched up more than 770,000 shares across the whole season – this year looks likely to easily outpace that already-impressive effort, which took it to the second place for the UK's favourite advert that year.
But this year it has the power of children's author Judith Kerr behind it, bolstered by the might of animation house Framestore.
Will it become the most popular Christmas advert this year? It will still have to go some. John Lewis' offering had more than six million views within its first 24 hours and now stands at more than 12.7m.
Sainsbury's advert has been watched more than 1.02m times so far, with a seven-day lag. Will it catch up before the big day?